This was due to shellfish being increasingly considered as a “lighter meal”. Shellfish consumed as a light meal is showing 19% growth compared with last year.
Enjoyment is an important driver for consumption, with high consumption levels at the weekend, Saturdays in particular, with 22% consumed on this day. The weekend overall shows growth of 8%.
There is a slight female bias, particularly among those aged over 45. This age group is more likely to be at home in the day, and has more time to prepare and consume shellfish. Females 45+ also over-index on fish in general due to its health connotations.
The other key age groups are the 35-64s who are 22% more likely to eat shellfish than other fish. This is most likely due to their enjoyment of varieties in restaurants and wanting to imitate the meals in their homes, the high cost of shellfish and these consumers’ greater disposable income.
Laura Wilson, TNS
Produced for The Grocer by TNS.
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